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Tottenham and Amazon working towards launching online store

Tottenham Hotspur are on course to strike a retail partnership deal with Amazon that will see the North London side have its own brand store on Amazon’s website, leveraging their relationship from its 'All or Nothing' documentary.

The deal will see Amazon move into the licensed sports merchandise area, something that the global retailer has not yet seen as a priority in the growth of its already successful business model.

Similar deals have been previously struck with European football giants Bayern Munich and Inter Milan, however, the partnership with Tottenham is aimed to run alongside the newly released docu-series ‘All or Nothing: Tottenham Hotspur’ from Amazon’s streaming service, Prime Video.

The launch of the store is expected imminently in order to take advantage of the popularity of the series thus far. It is expected to feature products that have been directly sourced from the club alongside products from the company’s licensees.

According to Sportico, Amazon will encourage viewers of the series to shop at the store, as a way of advertising the online retailers latest venture.

Amazon has planned on a future involving sport in recent times by acquiring a small Premier League broadcasting package last season, NFL fixtures and the All or Nothing series which has already featured the Dallas Cowboys, the University of Michigan football team and Manchester City. It has also announced a series to be released on French Ligue 1 side, Paris Saint-Germain.

It is hoped that with partnerships like Tottenham that Amazon will be able to source more media relationships in the future as their sports brand portfolio continues to grow.

It was reported earlier this year that Amazon were interested in purchasing the £250 million naming rights to Tottenham Hotspur’s new stadium. Jeff Bezos’ business did however turn its interest into taking the title sponsorship of the new venue for the National Hockey League (NHL) expansion franchise, the Seattle Kraken.

Deloitte’s annual ranking revealed that the English Premier League side were one of the richest football clubs in the world, making around $615 million, which is the eighth most in Europe.

Author: Jake Wilkin